Age is just a number. While this statement might be true for all other spheres of life and business, it is not so for social media. Ever since social media changed the content landscape, the advertising and marketing industry stopped following the ‘one size fits all’ approach.
Present-day advertising is more of a demography and age-based exercise than brand-based promotion. As brands become more and more ingenious, advertising is becoming more targeted, specific, and relevant to the needs of the audience.
This article takes you through the various aspects of age-specific social media interests and how you can use this knowledge to leverage and align your marketing strategy.
Which Social Media Websites Are The Most Popular Across All Age Groups?
Going by the numbers, the most popular social media websites are Facebook, YouTube, Instagram, Twitter, LinkedIn, Pinterest, and Snapchat.
Facebook, for example, has about 2.6 billion monthly active users globally. YouTube has over 2 billion users who log-in every month. Instagram has more than 1 billion monthly active users. Twitter, LinkedIn, Pinterest, and Snapchat have over 300 million monthly active users with each of them.
Let us now take up age-based user groups and track their social media usage pattern.
1. 65 and Above
Despite being the most experienced of all human beings, the sexagenarian, septuagenarian, octogenarian, and nonagenarian users are not the most active.
The latest studies show that only 46% of all internet users above the age of 65 use Facebook. The figure is even more dismal for Instagram, LinkedIn, and Snapchat at 8%, 11%, and 3%, respectively. At 38%, YouTube is somewhat better off.
Hence, going by the statistics, we can assume that if you are planning to target the seniors, Facebook and YouTube are the places to be.
Take the case of clothing and fashion store Helmut Lang, which, through its ‘The Women of Wales’ campaign, used elderly models for advertising their products. As Facebook and Youtube are the most preferred by seniors, the brand targeted these two websites more. As a result of their targeted campaign, the posts with the keyword ‘The Women of Wales’ generated 6% more interest than the brand itself.
2. Between 50 and 64
Out of all social media users, those between the ages of 50 and 64 are the most seasoned. They are experienced yet the most humble. As they are often flush with disposable cash, they can’t wait to explore new websites or fresh products the moment they are launched.
The numbers speak a lot about users of this age group. Going by statistics, we can see a whopping 68% of all internet users in this age group are on Facebook. At 24%, 23%, and 17%, the numbers are slightly lower for LinkedIn, Instagram, and Twitter. YouTube, however, is a clear winner, with 70% users in this age group.
Hence, if you are planning to reach out to this stratum of social media users, you have to keep your campaign simple, exclusive, trustworthy, customizable, interactive, and visual.
You may use a YouTube video editor free to create intuitive and engaging videos that will prompt your visitors to stay hooked. And, as a business, all you need to draw customers is to engage them, retain their attention, and make them loyal.
3. Between 30 and 49
Users in this age group are probably the most dynamic. You would always find them filling up the comments box, always wanting to know more. Their vibrancy has prompted many a brand to change its marketing strategy.
Looking at the statistics, we can find that YouTube and Facebook enjoy the patronage of 87% and 79% of users in this age group. At 47%, Instagram is not far behind, either. As the majority of people in this segment are professionals, you would find 37% on LinkedIn.
When you analyze the browsing habits of users in this age group, you will find that they get more attracted to news or stuff that has even the slightest element of news. As this age group is of the more practical type, your advertising content should be crisp, to the point, and interesting.
Remember not to make your ads too spicy though, as the people of this age group have a marked affinity towards quality news and not quantity.
4. Between 18 and 29
Perhaps the most charismatic of all internet users, the Millenials do not mince words to say it on the face when they dislike something. When they come, they come in masses, and they conquer. As a business, if you can satisfy this group, you can expect your business to remain unscathed even in the worst of disruptions.
Coming to statistics, over 90% of people in this age group are on YouTube and over 80% on Facebook. Instagram claims the patronage of over 70% of users, and LinkedIn and Twitter catch the fancy of around 40% users.
Looking at the massive numbers, it is a no-brainer that you can never ignore this group and yet claim success of your brand, not until you have carved a niche for your brand. If you ever analyze the browsing habits of the Millenials, you would see their lives move around images and videos.
Hence, to take your business to newer heights, you should proactively use data analytics to track what excites the Millenials and what do not. Use an outro maker online free to create spellbinding intros and outros that will grab eyeballs in an instant. Remember, once they align themselves with your brand’s USP, there is no looking back; you just got the most loyal and proactive customers you could ever get.
5. 17 and Below
Teens are where images are. If you are planning to target the Gen-Z, Snapchat, Instagram, YouTube, and Facebook are the places you should be. Catch them young and catch them early, and they will make your brand a part of their vibrant journey.
The college marketing agency Fluent conducted a survey that came out with a few startling facts you just cannot ignore. It observed that around 32% of Gen-Z internet users spend more than an hour watching videos every day. And 21% watch videos for more than three hours a day.
Hence, capturing the attention of the Gen-Z must form a part of your social media marketing strategy.
Social media has come a long way since it was launched in 1997, with Six Degrees as the first registered social networking website. Ever since social media’s growth has been phenomenal, by knowing the age-related statistics, you can position yourself better.